LVS

The single most important element to a building a successful CRM platform is the creation of the implementation roadmap. Too often, law firms purchase software and try to figure out what to do with it after the fact.

This is like getting in the car and driving without knowing where you are trying to go. It may make for a great college road trip, but in the end it will cost time, money and the risk of a failed implementation.

Before purchasing any software, define what you are trying to accomplish and evaluate the internal resources you have to help take you there. With this roadmap in place, you will be well positioned to reach the ultimate destination.

Start with these factors:

• Evaluate your marketing and business development strategies. What are the specific programs and tactics you have? How are you measuring results? How will your CRM help you reach these objectives?
• Process evaluation. What systems and processes do you currently have in place for managing relationship information? What works? What needs to be improved? How do you manage information from other departments?
• Define your objectives. Are you looking for a system to manage your firm contacts and mailing lists, to maximize CRM as an information platform for all your firm relationships, or something in-between?
• Who will use the system? Gone are the days of thinking of CRM as a “marketing” system. To truly leverage CRM, you need to engage everyone in your firm and consider the ways in which they will be using it. This is central to finding the right product.
• Where will you start? Have a long-term vision but start simple by building victories one at a time. Remember, version 1.0 is the first step to version 2.0 and is always better than version 0.0.